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LinkedIn for Businesses

LinkedIn is one of the most unique social media platforms on the internet. Released in 2003, it quickly rose to popularity due to its distinct set of users and appeal. Catered specifically to sharing corporate culture and building a community, LinkedIn has secured a niche spot for itself in the social media landscape.

There are many ways to leverage the platform to your benefit as a business or an organisation. Whether you're an individual looking for a stable job or a company trying to build an online audience, LinkedIn can help you set up and start your network.

Handling a Company Profile on LinkedIn

There are multiple accesses you can manage on LinkedIn. These roles are grouped into two: Page admins and Paid admins. All of these roles have a specific set of features that can be used to handle the account, and they are:

Page Admins

  1. Super Admin: The primary admin of the page. They manage everything and provide access to other users. The super admins can post content, interact with others, view and export analytics, and more.
  2. Content Admin: They can create and edit content posted under the page. They have access to write articles, post multimedia content, interact with other users by commenting, boost or sponsor organic posts, export analytics of the page and more.
  3. Curator: This role provides permission to draft and edit the recommended content. They can also view and export analytics of the page.
  4. Analyst: They can monitor the analytics to further assess the page's performance and the company's goals. An analyst will have limited access to the page when third-party tools are used and can only view the analytics page, their main landing page.
  1. Landing Page Admin: They can form and edit the Landing Page. Campaign Manager, the Landing Page Admin's main landing page, can manage this.
  2. Lead Gen Forms Manager: If your page is connected to Lead Gen Forms, this role can permit you to directly access the leads collected from the ads via Campaign Manager.
  3. Sponsored Content Poster: This role provides permission to create sponsored content ads using a LinkedIn Ads account on the company's behalf. They can also view visitor analytics on the LinkedIn page but don't allow boosting organic posts directly on a page.
To know more about the roles and responsibilities of the admins above, go through the checklist provided by LinkedIn for Page admin access and Paid media admin roles

With all of the variations of admin access available on a page, multiple people can handle different areas of the page for a smooth online presence.

Content Types for Organisations

As a company or an organisation, you can share many of its workings on the internet as resources for people. Sharing how the company was created, who found it, what tools you use, and the company's perspective on the industry's trending topics are some of the widely used topics under content for any organisation.

However, there's a specific set of content for companies that work best on LinkedIn to drive engagement. They are:

1. Images and Videos

Visuals do great everywhere. Integrating images or videos makes your content more interesting, and most active social media users prefer multimedia content over written ones. Infographics, Employee Spotlights, and Company Insights, can all be documented with the help of media and shared to let other interested people get an outlook on how the company operates.

2. Short Articles or Blog Posts

Writing is a great way to share your expertise on a certain topic. It serves as personal documentation and helps people understand and discover more. As a social media platform, especially business and marketing, people usually look for articles written by C-level executives or senior-level employees as they reflect years of experience and legitimate tried and tested resources.

3. Newsletter

Establishing a newsletter routine on LinkedIn can be an effective route for companies and readers. You can set your newsletters to be published daily, weekly, biweekly or monthly on the platform. You can leverage this option to provide information on company updates, new products, introducing team members, etc. Integrating short articles or blog posts under routine newsletters can combine two content solutions.

4. Polls

With the ever-changing trends and practices in the online world, polls can be a good option to know what page everyone else is on. Asking questions related to current trending topics, MCQ, and yes/no questions can help you understand your followers better. Acknowledging the needs of your followers can help you craft better content, gather more engagement, and overall increase your brand visibility on the platform.

Still confused about what type of content to post? Try using the LinkedIn Post Ideas feature to get started. Here are some examples they provided on our page:

Work Culture and Career Types
Introducing New Products
Latest Company Updates

Optimising A Business Profile on LinkedIn

Social media provides specific functions and features that help better organise and manage content. Similarly, LinkedIn comes with many of these functionalities that can make your company stand out in many corporate accounts.

To increase the discoverability rate and to maintain professionalism in the platform, you can make use of these features on LinkedIn:

1. Creating a Standard Company Profile

Any user will check if a company profile consists of basic information such as their profile picture, header, tagline, etc., as they help in general identification and make it a reliable source of information. Adding a company description under the 'About Us' section further helps the users understand the company, its inception, and what it stands for and seeks.

To create a standard company profile, Ensure you use up-to-date information when providing company-related information.

2. Adding Commitments

Commitment is a new feature introduced by LinkedIn a while ago. This feature holds a great role in representing a company's values, mission, and vision by showcasing official reports and documentation. There are five commitment titles provided by LinkedIn so far, and they are:

  • Diversity, equity, and inclusion 
  • Career growth and learning 
  • Work-life balance 
  • Social impact 
  • Environmental sustainability 

All these points play an equally significant role in assessing the company's standards and values. Anyone willing to join your company can simply go through the Commitments in the 'About' section and decide if they are willing to invest their time and effort.

Microsoft's LinkedIn account is a great example of how you can use the Commitment section to showcase the values your company stands by.

You can explore many other features to optimise your company profile on LinkedIn. Adding hashtags, mentioning company specialities, adding a CTA button on your profile, etc., are small adjustments that can make a huge difference in discovering your page.

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